Breakdown of research that shows Gen Y and their Online Activities
Shows Creator and Critic a activities YoY for 2007 and 2008
Collector and Joiner activities 07/08 YoY
Spectator activities YoY 07/08
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences.
Social media is just that… Social. It’s like a big party. Nobody wants to hear about the used truck you’re trying to sell. They do want to meet and know interesting people, get to understand them more… and share information. It allows people to connect – that’s the power. Don’t think of Social Media as a way to market or you will fail. Instead, think of it as this big party you can join, provide value to, and collaborate within… eventually, people will want to know more about you and they will head over to your “house” where you give them more of the same – but you also have links and avenues to your marketing messages. That’s the power of social.Some Fortune 500 corporations have wasted a lot of money on ill-conceived campaigns involving blogs, video-sharing sites like YouTube, social networks like MySpace and other new media where users can actually create content. At worst, their futile attempts at old-style message control (masquerading as new media) did permanent damage to their brands in the very markets that will determine their future fortunes.Other companies, including H&R Block, IBM, Lego, P&G and Netflix, are getting social media right, or at least trying very hard.
Social Media is about meeting other people, being helpful, generating content that others value… but not selling anything. People do not want to be sold something through Social Media… but the power of Social Media for selling things is in creating the group. People in the social circles will, after they start to know you and follow you, start to have curiosity about what you are and what you do. They’ll want to learn more.Once you create the social group, join other social groups, and expand your social universe, your links back into your universe will serve as a pathway for your people to come to “your house” a.k.a. place of business. Often, corporations will run a blog or an online community as the transitional pathway from social to your universe. Once they are in your universe, you invite them to your house… (you blog or website) and draw them in via that pathway. From there, people will start moving into your business sites and then buy your products or services.One of the great levers of social media is in making it easy for people to understand your product, identify with it, become invested in it, and eventually, become evangelists for it. They evangelize it with their social network and those people have social networks, the expanding circle of friends is the core power of social. Consumers have to want to be in your space. Once they’re part of the group, once they identify with your products and evangelize them, it is their content push that will harness the power of social for the organization.
Communities form around a shared purpose. They're made up of people who come together to do something that they couldn't (or prefer not to) do alone. Think about a PTA, or a neighborhood association, or a Web-based meeting for systems administrators. Each of those communities exists to accomplish something that's important to people who are involved in an activity – typically, these are things that they can do only accomplish effectively as a group. If you don't provide people with a compelling reason to come together, and if you don't give them the means to accomplish that shared sense of purpose, then your community will fail.
A graphic overview of the Social Landscape – and it grows every day.
The key takeaway on this slide is to think of the exponentiation of connectivity. There are typically larger central points in any community. We see proliferation extending from those key central points. For Intuit GBD, the central point, or gathering point, that we can leverage is our Online Communities, offering the extremities a place to touch base and a centralized point to share. The other key “central point” has not yet been created… Blogs. To create a vibrant social media component for the organization, it would be logical to build on what we already have in our Online Community by generating Blogs led by product managers, designers, and marketing people… but it is key to remember that any marketing component should not be about pushing content out via social. Social pushing is going to be perceived with a great deal of negativity by people who view corporate entrance into this space with disdain. Instead, the approach should be to provide content and useable knowledge packets that are helpful to consumers. Another prong in the strategy is to provide meaningful collaboration between end users and the company. A place where people can make their points known and really believe that it’s been heard.In short – this is nothing more that CDI – in a collaboratory environment.
Six degrees of separation a.k.a. the "Human Web” Refers to the idea that, if a person is one step away from each person they know and two steps away from each person who is known by one of the people they know, then everyone is no more than six "steps" away from each person on Earth. The easier way to understand this is that person A only need an average of six people in between to connect to person B.(Supposing person A and B don't know each other.)
Social media represents multiple streams and we already have developed arms of the social conversation… but we need to do more. We need to analyze which arms we can rapidly deploy and how do we connect all of that back to the conversation.
Some of the outer rings actually speak to style – how we interact in an Online Community. Some of the keys foundational elements of a successful online community:HonestInformalOpenInnovativeAuthenticHumanConnectedRelationships
The roles of community players
Another way of looking at participation in communities.
Another part of the Social Media plan… what parts of the company are going to be talking and what will they be talking about. Online Communities training has been plugging away for months at a grassroots strategy to bring in participation from across the company. We believe that product managers, engineers, and marketing personnel all have a large role to play. We also believe that senior leaders have a role to play, but that role should probably be vetted a bit first, prior to exposing them to the rapidly changing cross currents of social media.
Web redesign is central to the importance of creating a portal where customers can easily access all the resources they require, to include social resources.A priority “adopt and go” social point for customers would include;Inline YouTube – feed through YouTube videos with content developed either by Intuit or by external parties.Examples:QuickBooks Basics - Tutorial Level 1 YouTube http://www.youtube.com/watch?v=kBAS6F0cIHE QuickBooks QuickBooks Basics - Tutorial Level 2 YouTube http://www.youtube.com/watch?v=PNjA_dxBJcs QuickBooks Basics - Tutorial Level 3 YouTube http://www.youtube.com/watch?v=XbKWHaWbaq8 QuickBooks Bank Reconciliation Part 1 YouTube http://www.youtube.com/watch?v=l2ANNYN7bDM QuickBooks Bank Reconciliation Part 2 YouTube http://www.youtube.com/watch?v=jljC_qRPPVc QuickBooks Bank Reconciliation Part 3 YouTube http://www.youtube.com/watch?v=t65CS1wV2RI QuickBooks Customers & Invoices YouTube http://www.youtube.com/watch?v=ScmySmYbw0U QuickBooks Basic Invoice Customization YouTube http://www.youtube.com/watch?v=U09MKr1gfUU&feature=related QuickBooks QuickBooks Additional Invoice Customization I YouTube http://www.youtube.com/watch?v=dpmri5wUhtc&feature=channel QuickBooks Using QuickBooks To Track Real Estate Investments YouTube http://www.youtube.com/watch?v=SSnvhhL5aXI&feature=related Excel Excel Pivot Table YouTube http://www.youtube.com/watch?v=ZX5jOxrBScI&feature=related Excel Vlookup Function in Excel YouTube http://www.youtube.com/watch?v=CtHJrjW31cA&feature=related Link outs to Intuit GBD Facebook page (take a page from the H&R block strategy)
Before we go running wildly into the great wilderness of social media, we should do our homework. Competitive analysis should start with our largest competitor in this space (and by the way, they’re good at it too).Follow that with analysis of other corporate efforts in social media to create a tapestry of understanding that will facilitate the planning of a social strategy.
Social Media 100 A
Communities, Content, and Social Media<br />
Social TechnographicsShifting patterns of Social Media by Age Group<br />2<br />
Age declination = increased OC Activity<br />3<br />
Community Engagement<br />Form around a shared purpose<br />Collaborative Output is > individual capabilities<br />Accomplishment of something (activity or purpose)<br />Shared Purpose & Anticipated Reciprocity<br />Greater Output & Recognition<br />Accomplishment & Sense of Efficacy<br />Sense of Community<br />
Connected</li></li></ul><li>The Fallacy of ROI in Social Media<br />It is illogical to attempt to put numeric quantities around human interactions and conversations that are not quantifiable… yet it is precisely quantitative data that drives logical decision making. Therefore, it makes sense to seek to understand the patterns amongst the chaos, however difficult that task may seem.<br />
Developer Interaction with Community Members<br /><ul><li> Starting the Conversation</li></li></ul><li>The Conversation<br /><ul><li>Spectators - With over 1,000 views, people are watching
Critics – Customers talking to developers – BIG draw
Accomplishment – Critics sense this person can “make it happen”
Shared Purpose – Working with Customers to Improve the Product</li></ul>This is “The Conversation”<br />
Our Challenges<br />Analyze the pathways to and from Social Media and Your Organizational Conversation gathering points (the nexus of our members)<br />Analyze and design the “Conversation” core areas <br />Online Communities<br />Live Communities<br />Blogs ? (could be leveraged – but we need participants to keep content fresh)<br />Content should be easy to use – and easy to find<br />Focus on a Central Point of Contact<br />Customers can easily nav to where they want to be from 1 spot<br />Online forums, live community, FAQ’s, Videos, Audio, New Products<br />
Corporate Homework Marketing Examples<br />H&R Block Facebook<br />H&R Block YouTube (Truman Green)<br />H&R Block Twitter Feed<br />Et al – A Shopping List of Corporate Social Efforts<br />The Easy Way to Think about Social Marketing<br />Reading Suggestions<br />The Long Tail<br />Groundswell<br />WE are smarter than ME<br />
Working with a Social Media Team<br />Drive growth & increase customer engagement through an integrated, overarching social media strategy and smarter social programs for marketing & PR campaigns.<br />
What to watch out for… (what doesn’t work well)<br /> “Build it, and they will come” approach<br /> Tools‐focused approach<br /> Solid strategy, but limited plan for execution<br /> Failing to nurture on an ongoing basis<br /> Not listening to your membership<br /> Focusing on quantitative ROI over “customer franchise value”<br />
7 Components of a Successful Community<br />Community Membership and Acquisition<br />Strategy Defined & Business Objectives<br />Ongoing Community Management<br />Moderation<br />Membership Communication<br />Content & Programming<br />Tools & Rollout<br />
Who is your target audience?<br />Define your target audience and how you plan to reach it<br />Who is your community targeting and why should they care about it? <br />What’s in it for them?<br />How can you compete with other similar communities<br />Have we done a competitive analysis?<br />How will you retain them after they become members<br />Keep it fresh – feed it and nurture it?<br />
The Facebook Party: Facebook traffic has now surpassed Google Search - nuff said<br />